27 Startling Pieces of Insider Info Facebook's S-1 Revealed [Data]

Did you hear? You probably heard...just about everywhere. Facebook filed their S-1 yesterday, and is charging full steam ahead to their much anticipated IPO. Many of us have been poring over the juicy details that were revealed in the S-1 -- Facebook revealed revenue and profitability numbers, mind blowing usage metrics, and the even more astonishing take-home pay of some of their employees. Take a look at the S-1 for all the gory details; but we've also consolidated what we think are the most fascinating stats and data to come out of the document if you don't want to read the 150+ pages of it.

Facebook Usage

1.) As of December 2011, Facebook has 845 million monthly active users worldwide, and 483 million daily active users worldwide. Tweet This Stat

2.) Mobile accounts for half of Facebook's user base at approximately 425 million active monthly users. Tweet This Stat

3.) There were 100 billion friend connections on Facebook as of the end of 2011. Tweet This Stat

4.) In Q4 of 2011, there were 2.7 billion likes and comments per day on Facebook. Tweet This Stat

23.) Zynga, the gaming developer who brought you the much beloved and bemoaned Farmville, accounts for 12% of Facebook's revenue. It came from direct advertising they purchased, and processing fees related to purchase of virtual goods. Tweet This Stat

24.) Marketing and sales expenses increased $243 million in 2011, or 132% compared to 2010. The increase was primarily due to payroll and benefits expense increases because of their 46% increase in headcount. Tweet This Stat

Some pretty fascinating stats. In trying to analyze where Facebook is going in the future, I see them continuing to grow and justifying their valuation by expanding into more markets (they'll eventually make some freedom of speech compromises to snag a foothold in China) and they're going to compete in search, ecommerce, identity services, communications, and many other markets more seriously. So I think they're well on their way to eventually giving Google a serious run for their money in terms of online dominance. In a more and more social world, we're seeing pretty much every brand trying to get more social media traction because its impossible to thrive without this. If you just look at the sheer number of people logging into Facebook every day you'll start to understand why brands are flocking there. Facebook's success in particular seems pretty unparalleled. You've got big brands throwing up Super Bowl ads that try and promote their Facebook pages, you've got dozens and dozens of companies listed at FacebookFansReviews that do nothing other than promote Facebook pages, and the proof is in the pudding with Facebook's coming massive IPO. Facebook is continuously working on more and more features (music and games integration, Timeline, etc) that will keep people on Facebook for more time every day, so I think this trend is only going to escalate despite them already being past the point where you'd bet that their growth would slow down.